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Wednesday, November 30, 2011

Linking Purchasing Behavior to Brands

New Database of Interest. Full of analytic possibilities:

US— WPP companies Millward Brown and Kantar Shopcom have created a panel to link buying behaviour to people’s attitudes to brands.

Kantar Shopcom, part of Kantar Retail, tracks the purchases of more than 200 million US consumers using data from frequent shopper cards.  By combining that with survey responses, the new panel is designed to show how marketing efforts and changes in brand equity influence sales .. "

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